A new initiative aimed at reducing food wastage in Ireland could spell the end for 'buy one, get one free' deals in supermarkets.
Communications Minister Denis Naughten is spearheading the campaign which will put pressure on retailers to agree to measures to tackle the amount of food being discarded in the country.
Musgrave, which oversees SuperValu and Centra, has joined Aldi, Lidl, Spar and tesco in agreeing to take part in a new National Forum on Food Waste.
Speaking to Newstalk Breakfast, Naughten called it a "huge issue" and revealed that there is "two tonnes of food waste every single minute" in Ireland, whilst "one in eight go hungry".
Some 40% of overall wastage comes from food production, with the remainder being related to the household and commercial sector.
As well as running an awareness campaign, Naughten said that former Superquinn deputy chairman Eamonn Quinn would oversee discussions with retailers. The end goal is to come up with and implement "new novel initiatives" to reduce waste.
Naughten continued:
"We're working with the supermarkets on these multi discounts, in the way offers are presented, the whole area of packaging. Some of these initiatives have already been developed by some of the supermarket chains elsewhere in Europe and we're looking to replicate those here."
Denmark will be one such country, with the Scandinavian nation having banned 'quantity discounts' in favour of deals on single items.
Naughten cited an EPA report noting that food waste costs Irish families "€700 every single year".
